Harvard Case - American Broadcasting during the Hungarian Revolution of 1956: Incitement or Observation?
"American Broadcasting during the Hungarian Revolution of 1956: Incitement or Observation?" Harvard business case study is written by Lauren Brodsky. It deals with the challenges in the field of Strategy. The case study is 6 page(s) long and it was first published on : Dec 13, 2020
At Fern Fort University, we recommend that American Broadcasting Company (ABC) adopt a strategic approach to its coverage of international events, balancing its role as a news organization with its responsibility to avoid inciting violence or political instability. This strategy should include a robust framework for ethical decision-making, a clear understanding of the potential impact of its reporting, and a commitment to providing accurate and unbiased information.
2. Background
This case study examines the ethical dilemma faced by ABC during the Hungarian Revolution of 1956. The network's decision to broadcast live footage of the uprising, while providing valuable information to the American public, also raised concerns about potential incitement of further violence. This situation highlights the complex relationship between news organizations, government policy, and international events.
The main protagonists in the case are:
- ABC: A major American television network facing the challenge of balancing its journalistic responsibilities with the potential consequences of its reporting.
- The Hungarian government: A repressive regime seeking to suppress the uprising and control the narrative of the events.
- The Hungarian people: Seeking freedom and democracy, risking their lives to fight for their rights.
- The American public: Eager for information about the revolution but potentially susceptible to misinformation or biased reporting.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
1. Ethical Frameworks:
- Utilitarianism: This framework focuses on maximizing overall happiness and minimizing harm. ABC's decision to broadcast live footage could be argued to have maximized public awareness of the revolution, but it also potentially increased the risk of violence.
- Deontology: This framework emphasizes moral duty and principles. ABC had a duty to report the news truthfully, but also a responsibility to avoid actions that could incite violence.
- Virtue Ethics: This framework focuses on character traits and the pursuit of moral excellence. ABC's decision to broadcast live footage could be analyzed in terms of its potential impact on its reputation and its commitment to ethical journalism.
2. Media Ethics:
- Truthfulness: ABC had a responsibility to report the news accurately and avoid deliberate manipulation or distortion.
- Fairness: ABC should have strived to present a balanced perspective on the events, considering all sides of the conflict.
- Responsibility: ABC had a responsibility to consider the potential consequences of its reporting and avoid actions that could contribute to violence or instability.
3. Strategic Analysis:
- SWOT Analysis: ABC's decision to broadcast live footage can be analyzed through a SWOT framework. Its strengths included its access to information and its ability to reach a large audience. However, its weaknesses included its potential to be manipulated by the Hungarian government or to incite violence. Its opportunities included raising awareness of the revolution and promoting democratic ideals. However, its threats included potential backlash from the Hungarian government and the risk of contributing to the violence.
- Porter's Five Forces: The case study highlights the power of the media in shaping public opinion and influencing government policy. This power can be seen as a threat to the Hungarian government, as it could potentially undermine its control over the narrative of the revolution.
4. Recommendations
ABC should adopt a strategic approach to its coverage of international events, incorporating the following elements:
- Ethical Framework: Develop a clear and robust ethical framework for decision-making, incorporating principles of truthfulness, fairness, and responsibility. This framework should be regularly reviewed and updated to reflect evolving ethical considerations.
- Impact Assessment: Conduct a thorough assessment of the potential impact of its reporting on the situation in Hungary, considering both the positive and negative consequences. This assessment should involve input from experts on international relations, media ethics, and conflict resolution.
- Balanced Reporting: Strive to present a balanced and nuanced perspective on the events, considering all sides of the conflict and avoiding biased or inflammatory language. This can be achieved through diverse reporting, fact-checking, and expert analysis.
- Collaboration: Engage in collaborative efforts with other news organizations and international bodies to ensure a coordinated and responsible approach to reporting on sensitive events. This collaboration can help to mitigate the risks of misinformation and incitement.
- Transparency: Be transparent about its editorial processes and decision-making, providing clear explanations for its choices and acknowledging any potential biases. This transparency can help to build trust with the audience and foster a more informed understanding of the events.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: ABC's core competency lies in its ability to provide accurate and timely information to the public. This mission is consistent with the need for ethical and responsible reporting on international events.
- External customers and internal clients: ABC's external customers are the American public, who have a right to accurate and unbiased information. Its internal clients are its employees, who need clear ethical guidelines and support in navigating complex situations.
- Competitors: ABC's competitors are other news organizations, both domestic and international. The need for ethical and responsible reporting is crucial to maintaining public trust and credibility in a competitive media landscape.
- Attractiveness: The recommendations are attractive because they promote ethical and responsible journalism, which is essential for maintaining public trust and credibility. They also help to mitigate the risks of legal liability and reputational damage.
6. Conclusion
The Hungarian Revolution of 1956 presented a complex ethical dilemma for ABC. While the network's decision to broadcast live footage provided valuable information to the American public, it also raised concerns about potential incitement of violence. By adopting a strategic approach to its coverage of international events, incorporating ethical decision-making, impact assessment, balanced reporting, collaboration, and transparency, ABC can fulfill its journalistic responsibilities while avoiding actions that could contribute to instability or violence.
7. Discussion
Other alternatives not selected include:
- Censorship: ABC could have chosen to censor its coverage of the revolution, but this would have violated its journalistic principles and potentially undermined public trust.
- Limited Coverage: ABC could have chosen to limit its coverage of the revolution, but this would have restricted the public's access to important information.
The risks associated with the recommendations include:
- Backlash from the Hungarian government: The recommendations could potentially lead to retaliation from the Hungarian government, including restrictions on access to information or expulsion of journalists.
- Loss of audience: Some viewers may be offended by the recommendations and choose to consume news from other sources.
8. Next Steps
To implement the recommendations, ABC should take the following steps:
- Develop a clear ethical framework: This should be completed within the next three months.
- Conduct a thorough impact assessment: This should be completed within the next six months.
- Train employees on ethical reporting: This should be an ongoing process, with regular training sessions and updates.
- Establish a collaborative network with other news organizations: This should be done within the next year.
- Increase transparency about editorial processes: This should be an ongoing process, with regular updates and communication with the audience.
By taking these steps, ABC can ensure that its coverage of international events is both informative and responsible, promoting public understanding and contributing to a more peaceful and just world.
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Case Description
In the fall of 1956, under the shadow of the Soviet Union, Hungarian students revolted against the Communist Party in Budapest. But their calls for reform and a moderate government were silenced by Soviet troops. America's broadcaster to Hungary, Radio Free Europe (RFE), was wrapped up in the Hungarian Revolution due to its role as one key voice of the American government. Some blamed the radio station for an overly assertive tone, encouraging protesters, and even incitement. Others argued that the station was a mild factor, in addition to many others, and that revolution had been brewing for years. Looking back, a debate emerges: What was the role of American broadcasting in fueling public optimism for change, and even revolution, in 1956 Budapest?
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